Volume 8, Issue 7, July – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
The Effect of Theatre Window Viewing, Film Trailers
and Social Influence on the Decision to Watch
Indonesian Film in the Cinema was Moderated by
Film Reviews
Gita Thessa Lonika Putri br. Gultom1*, Rina Astini2
Mercu Buana University, Jakarta, Indonesia
Corresponding author: Gita Thessa Lonika Putri br. Gultom1*
Abstract:- The purpose of this study was to examine and
analyze the influence of theater window viewing, film
trailers, social influence and film reviews on the decision
to watch Indonesian films in cinemas. The method used is
a quantitative method. The population in this study were
respondents who had watched Indonesian films in
cinemas at least once and lived in the areas of Jakarta,
Bogor, Depok, Tangerang and Bekasi (Jabodetabek).
Determining the number of samples was carried out using
a purposive sampling technique and it was deter-mined
that there were 100 respondents. The data analysis
method used is the Structural Equation Model (SEM) &
SmartPLS (Partial Least Square). The results show that
theater window viewing has a positive effect on the
decision to watch Indonesian films in theaters. Film
trailers have a positive effect on the decision to watch
Indonesian films in cinemas. Social influence has a
positive effect on the decision to watch Indonesian films in
cinemas. Film reviews have no positive effect on the
decision to watch Indonesian films in cinemas.
Keywords:- Theater Window Viewing, Film Trailers, Social
Influence, Film Reviews, Decision To Watch
I. INTRODUCTION
The world of film in Indonesia has developed so
rapidly. There have been many films circulating and
mushrooming in Indonesia. Western and Hollywood films
often grace Indonesian television screens. That doesn't mean
that Indonesia doesn't have its own films. Indonesian people
certainly have their own interest in films made by
Indonesians. These film works are often obtained from true
stories or fairy tales packaged in a textbook or novel. Movies
can have an impact on human life, because sometimes it
seems as if the audience is experiencing the scenes in the film
themselves. The messages contained in the film will make an
impression on the soul of the audience. There are many
reasons why the film is interesting or not to watch, one of
which is the language used by the actors, in other words, how
the actors communicate. Today, various film genres have
IJISRT23JUL1469 www.ijisrt.com
mushroomed in the entertainment world, including horror,
action, cartoon and romantic films which are liked by
teenagers. Languages that contain elements of seduction will
make the audience carried away.
Film is a means of entertainment that has quite high
appeal in various genres produced today. Film also has its
own classification in society, which ranges from adults to
children. Until now, films are still in great demand, as can be
seen from the desire to watch films that are currently
appearing in cinemas and television. In addition, several film
genres can also be used as a means to convey the moral
message contained in the core of the film to the audience as
well as mere entertainment. Cinema is one of the places
where films are distributed which generates income per unit
time and is a source of film revenue in the short term
(Eliashberg et al., 2006). Successful screening of films in
theaters is a key condition for achieving success in all
distribution channels (Eliashberg et al., 2006).
The development of film in Indonesia can be said to be
quite significant. This can be seen from the number of film
titles appearing in cinemas in Indonesia today. Not only in
cinemas that present various films of different genres, films
are also present on television screens which present different
stories and make the Indonesian film world more colorful,
not only Hollywood films but also films made by the nation's
children. The more films that are produced, the more genres
and film themes are offered such as horror, comedy, romantic
drama, family drama with educational themes and so on. In
addition, the existence of Indonesian films has begun to be
recognized by other countries. Like the film “Yuni”, which
won the Platform Prize award at the 2021 Toronto
International Film Festival and represented Indonesia at the
2022 Oscars.
Based on data from Filmindonesia.or.id, it shows that
the number of viewers for Indonesian films that have won
prestigious world-class awards is not enough to attract
audience interest.
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ISSN No:-2456-2165
Table 1 Data on the Number of Indonesian Film Viewers in 2021

Source : https://Filmindonesia.or.id, 2022

The film “Yuni”, winner of an international festival, was only able to attract 117,160 viewers. A very significant difference
compared to the film Makmum 2 which was able to attract as many as 1,762,847 viewers. In addition, like the film "Yuni", the
film "Like Revenge, Longing Must Be Fully Paid" also won the Golden Leopard at the 2021 Locarno Film Festival, but only
attracted the interest of 85,004 viewers.

Table 2 Data on the Number of Indonesian Film Viewers in 2019

Source : https://Filmindonesia.or.id, 2022

The film Gundala was screened in the Midnight
Madness section at the 2019 Toronto International Film
Festival. In addition, at the 2019 Indonesian Film Festival,
Gundala received 9 nominations and at the 2019 Maya Cup
received 10 nominations. However, based on data from
http://filmindonesia.or.id/, the Gundala film only attracted
1,699,433 viewers, which was far different from the Dilan
1991 film which managed to attract as many as 5,252,411
viewers.

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Volume 8, Issue 7, July – 2023
A film festival is an organized presentation of films
held in one or more cinemas or screening venues, usually in
one city or region. Increasingly, film festivals are showing
some films outdoors. Films shown may be recent and,
depending on the focus of the festival, may include domestic
and international releases. Some film festivals focus on a
specific film genre (eg, film noir) or a specific subject (eg,
horror film festivals and fantasy film festivals). A number of
film festivals specialize in short films of a set length. Film
festivals are usually an annual event.
The researcher then conducted a journal review to
obtain variables related to the decision to watch Indonesian
films in cinemas. Previous research conducted by 1.)
Montajula Suvattanadilok (2021) The results of the analysis
show that promotion, social media activity and trailers are
significantly related to the decision to watch a film. 2.) Kuo-
Ting Yu1, Hsi-Peng Lu, Chih-Yu Chin and Yu-Shiuan Jhou,
(2019) The results of this study reveal that there is the
influence of WOM, social influence and external rewards in
motivating to watch movies. 3.) Dr. Shamily Jaggi and Lekh
Raj (2019) The results show that film elements: trailers and
starcasts have a very significant relationship to film
evaluation and subsequent film evaluations have a significant
relationship to the intention to watch a film. 14.) Tefertiller,
A.C., Maxwell, L.C., and Morris II, D.L., (2019) The results
showed that movie viewing behavior, social sharing behavior
and theater window viewing had a significant effect on the
decision to watch movies. Then, these variables were
formulated by the researchers to be used as a preliminary
survey conducted on 30 respondents to look for important
variables that consumers choose when deciding to watch
Indonesian films in cinemas. Based on journal reviews and
the results of a preliminary survey that was conducted on 30
respondents, there were three variables most chosen by
respondents, namely film reviews (film reviews) as many as
93.5% of respondents, then respondents who chose the film
trailer variable as many as 87.1% of respondents,
Respondents who chose the Theater window viewing
variable were 87.1% of respondents and respondents who
chose the Social influence variable were 87.1%.
II. LITERATURE REVIEW
A. Marketing Management
According to Swastha and Handoko (2016) stated that
marketing management is analyzing, planning, executing,
and supervision of programs aimed at generating exchanges
with target market with the intention of achieving company
goals. Meanwhile, according to Boyd, Walker and Larroche
(2000), marketing is a social process that involves important
activities that enable individuals and companies to get what
they need and want through exchanges with other parties and
to develop exchange relationships.
B. Definition of Film
According to Law Number 33 of 2009 concerning film,
film is a work of cultural art in a social institution and mass
communication media that is made based on cinematographic
principles with or without sound and can be shown.
According to Effendy (2003) film is defined as a product of
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International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
culture and a means of artistic expression, while the growth
and development of films is very dependent on technology
and a combination of artistic elements so as to produce
quality films.
C. Trailer Concept as a Film Marketing Strategy
With regard to trailers in films, Moriarty (2011)
explains that a film trailer is a preview of a film that will be
shown soon. As a form of advertising, film trailers have
experienced rapid growth because they are supported by
advances in digital technology. Movie trailers are targeted at
specific targets based on the nature of the film and its rating,
such as G (General) or PG (Parental Guidance). A movie
trailer consists of a series of selected scenes from an
advertised film. This is because the purpose of a movie trailer
is to attract attention, so the scene chosen to be displayed is
an interesting, funny, or important part of the film.
D. Social Influence
The behavior of a consumer is also influenced by
several factors, one of which is social factors. According to
Setiadi (2013), Social Influence is a group of people or
organizations that can influence a person's behavior. A group
of people or organizations that include reference groups,
families, as well as the role and social status of consumers.
Reference groups have a direct influence (face to face) or
indirect influence on a person's attitude and behavior. Social
class, sometimes in the form of a caste system where
members of different castes, for certain roles can change their
caste membership, including in purchasing a product
(Amalia, 2011).
E. Theatre Window Viewing
Movies do not only create awareness of a product that is
presented (Corniani, 2001). In this context, film exhibitions
through cinema networks, delivering messages and specific
transfers of the characteristics of the cinema itself are the
final way that is felt by the audience. The promise of cinema
is to provide immersive experiences that can transport
audiences to a different world, giving them the opportunity to
live larger-than-life experiences without the distractions of
real life. The application of Screen X technology allows the
scenes of a film on the cinema screen to offer spectacular
views. With this technology, cinemas can offer immersive
experiences for audiences. This innovation will not only
strengthen the emotional aspect, but also increase the
entertainment value (Mehta, 2019).
F. Review Film
Film review is one of the assessments and explanations
or reviews about a film. Factors that can influence a person's
decision to watch a film are sources of information and film
reviews that can be seen and read by viewers, especially for
viewers who are looking for information regarding whether
or not a film is good or worth watching. Hassan (2017)
argues that reviews of box office films make the audience's
frequency high to go to the cinema. This is also supported by
research (Gavilan et al., 2019) which states that respondents
pay enough attention to film critics through the sites they
frequently visit about whether the film will meet their
expectations.
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G. Decision to Watch Movies
Decision to watch movies is a condition when someone
decides to buy a ticket. According to Kotler and Keller
(2009: 184), purchasing decisions are basic psychological
processes that play an important role in understanding how
consumers actually make purchasing decisions. The decision
to watch can also be interpreted as a purchase decision,
which is an act or process of deciding what to watch, where
Fig 1 Research Model
 Hypothesis:
 H1: Theater window viewing has a significant effect on
the decision to watch Indonesian films in cinemas
 H2: Film trailers have a significant effect on the decision
to watch Indonesian films in cinemas
 H3: Social influence has a significant effect on the
decision to watch Indonesian films in cinemas
 H4: Film reviews have a significant effect on the decision
to watch Indonesian films in cinemas
 H5: Film reviews moderate the relationship between
theater window viewing and the decision to watch
Indonesian films in cinemas
 H6: Film reviews moderate the relationship between film
trailers and the decision to watch Indonesian films in
cinemas
 H7: Film reviews moderate the relationship between
social influence on the decision to watch Indonesian films
in cinemas
III. RESEARCH METHODS
The research method used in this study is a causal
research design, where the research design is to test
hypotheses and to determine the relationship and influence
between the independent variables (independent variables) on
the dependent variable (the dependent variable). There is a
hypothesis testing regarding the relationship between
variables that has been formulated by researchers in causal
research. Theater window viewing, film trailers, social
influence and film reviews in this study act as independent
variables that influence the decision to watch which is the
dependent variable. The population of this study are
respondents who have watched Indonesian films in cinemas.
The sample of this research is respondents who have watched
Indonesian films in cinemas at least once and live in the areas
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International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
and when to do it. According to Peter and Olson (2013) in
Permadi, et al. (2014: 3), purchasing decisions are processes
of integrity that carried out to combine knowledge in order to
evaluate two or more alternatives and choose one of them).
H. Research Model
Researchers designed a research model as shown in the
following figure:
of Jakarta, Bogor, Depok, Tangerang and Bekasi
(Jabodetabek). The sample selection of respondents who
have watched Indonesian films in cinemas is expected to be
able to evaluate them objectively. The number of samples in
this study refers to the sample size guidelines according to
Hair et al. (2006), in Mulya Yunisya (2015), that the number
of research samples whose exact population size is not
known, is at least five times the variables or indicators
analyzed. The research design has 20 indicators, so the
number of samples taken in this study is at least 20 multiplied
by 5 so that 100 respondents are obtained. The sampling
technique uses non-probability sampling using purposive
sampling techniques. Primary data was obtained from a
survey using a questionnaire as a data collection tool. The
research questionnaire was created using the Google form
and distributed online to respondents. Secondary data was
obtained from available literature, articles, journals related to
the research topic. The data analysis used in this research is
Structure Equation Modeling (SEM) with the help of the PLS
program, which aims to prove whether there is a correlation
between the existing independent and dependent variables.
IV. FINDINGS
A. Measurement Evaluation (Outer Model)
The outer model test is carried out to ensure that the
measurement (measurement model) used is feasible to be
used as a measurement (valid and reliable). This Outer Model
analysis is to find out the relationship between latent
variables and their indicators, or it can be said that the outer
model defines how each indicator relates to its latent
variables.
The outer model test results are presented in the
following table:
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Table 3 Results of the Average Variance Extracted (AVE) Value Test
Variabel AVE
AVE value limit Decision
Value
Theatre Window Viewing (X1) 0,651 0,500 Fulfilled
Trailer Film (X2) 0,732 0,500 Fulfilled
Social Influence (X3) 0,626 0,500 Fulfilled
Review Film (Z) 0,685 0,500 Fulfilled
Decision to watch movies (Y) 0,648 0,500 Fulfilled
Source: PLS Output Results (2023)

Table 4 Discriminant Validity Test Results (Fornell-Larckel)

Source: PLS Output Results (2023)

Based on the results above, it can be seen that the AVE
root value of each variable is higher than the correlation
value between that variable and the other variables in the
model. With this, it can be said that according to the test with
the AVE roots, this model has good discriminant validity.
The requirements used to assess reliability are
Chronbach's Alpha and Composite Reliability values must be
greater than 0.70 for confirmatory research and a value of
0.60 - 0.70 is still acceptable for exploratory research.

Table 5 Discriminant Validity Test Results (Fornell-Larckel)

Variable Cronbach’s Composite Reliability
Decision
Alpha Reliability Limits
Theatre Window Viewing (X1) 0,866 0,903 0,700 Reliabel
Trailer Film (X2) 0,824 0,891 0,700 Reliabel
Social Influence (X3) 0,802 0,870 0,700 Reliabel
Review Film (Z) 0,846 0,896 0,700 Reliabel
Decision to watch movies (Y) 0,819 0,880 0,700 Reliabel
Source: PLS Output Results (2023)

The test results based on the table above show that the
results of composite reliability and Cronbach alpha show
satisfactory values, namely the value of each variable above
the value of 0.70. This shows the consistency and stability of
the instruments used are high. In other words, all the
constructs or variables of this study have become fit
measuring instruments, and all the questions used to measure
each construct have good reliability.
B. Structural Model Testing (Inner Model)
The steps taken to test the structural model, also known
as the Inner Model, are as follows:

Table 6 Result of R Square Value

Source: PLS Output Results (2023)

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Volume 8, Issue 7, July – 2023 International Journal of Innovative Science and Research Technology
Based on the table above, it can be seen that the R-square
value of the viewing decision variable is 0.394. This R-square
value means that the variability of the Watching decision
construct which can be explained by the construct variability
of Theater window viewing, film trailers, social influence, and
film reviews is 39.4% while the rest is explained by other
variables outside those studied. According to Chin (1998) in
Ghozali and Latan (2015: 81), the R2 values are 0.67, 0.33,
and 0.19. It can be concluded that the model is strong,
moderate, and weak. With this it can be said that the effect is
moderate.
Table 7 Hypothesis Test based on Path Coefficient
Source: PLS Output Results (2023)
V. DISCUSSION
Based on the research results, it is known that theater
window viewing has a significant effect on the decision to
watch Indonesian films in cinemas. This is because the value
of the t statistic > 1.96 (2.977 > 1.96) or P values < 0.05
(0.003 < 0.05), so Ho is rejected and Ha is accepted. The
positive coefficient value means that theater window viewing
has a positive and significant effect on the decision to watch
Indonesian films in theaters. This means that the clearer the
sound system sound, the more complete the facilities owned
by a cinema, the more people decide to watch Indonesian films
in theaters. The results of this study support the results of
research conducted by Tefertiller, A.C., Maxwell, L.C., and
Morris II, D.L., (2019) which shows that the theatrical viewing
window has a significant effect on the decision to watch a
film. Thus the first hypothesis (H1) which states "theater
window viewing has a significant effect on the decision to
watch Indonesian films in cinemas" is proven and can be
declared accepted.
Based on the research results, it is known that film
trailers have a significant effect on the decision to watch
Indonesian films in cinemas. This is because the value of the t
statistic > 1.96 (3.655 > 1.96) or P values < 0.05 (0.003 <
0.05), so Ho is rejected and Ha is accepted. The positive
coefficient value means that the film trailer has a positive and
significant effect on the decision to watch Indonesian films in
cinemas. This means that the more curious the movie trailer is,
the more willing people are to watch Indonesian films in
theaters. The results of this study support the results of
research conducted by Montajula Suvattanadilok (2021) which
shows that film trailers are significantly related to the decision
to watch a film. Thus the second hypothesis (H2) which states
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ISSN No:-2456-2165
C. Hypothesis test
In this hypothesis testing stage, it will be analyzed
whether there is a significant effect between the independent
variables on the dependent variable. Testing the proposed
hypothesis is done by looking at the path coefficients which
show the parameter coefficients and the statistical significance
value of t. The significance of the estimated parameters can
provide information about the relationship between research
variables. The limit for rejecting and accepting the proposed
hypothesis is using a probability of 0.05.
"Film trailers have a significant effect on the decision to watch
Indonesian films in cinemas" is proven and can be declared
accepted.
Based on the research results, it is known that social
influence has a significant effect on the decision to watch
Indonesian films in cinemas. This is because the value of the t
statistic > 1.96 (2.798 > 1.96) or P values < 0.05 (0.005 <
0.05), so Ho is rejected and Ha is accepted. The positive
coefficient value means that social influence has a positive and
significant effect on the decision to watch a film. This means
that the more people have the perception to watch with friends,
the more people decide to watch Indonesian films in cinemas.
The results of this study support the results of research
conducted by Kuo-Ting Yu1, Hsi-Peng Lu, Chih-Yu Chin and
Yu-Shiuan Jhou, (2019) which revealed that there is social
influence in motivating people to watch movies. Thus the third
hypothesis (H3) which states "Social influence has a
significant effect on the decision to watch Indonesian films in
cinemas" is proven and can be declared accepted.
Based on the research results, it is known that film
reviews have no significant effect on the decision to watch
Indonesian films in cinemas. This is because the value of the t
statistic < 1.96 (0.268 < 1.96) or P values > 0.05 (0.789 >
0.05), so that Ho is accepted and Ha is rejected. This means
that film reviews are not a factor that someone considers in
deciding to watch Indonesian films in theaters. The results of
this study do not support the research results of Senhui Fu,
Qing Yan and Guangchao Charles Feng (2018) which show
that film reviews have an effect on viewing decisions. Thus
the fourth hypothesis (H4) which states "Film reviews have a
significant effect on the decision to watch Indonesian films in
cinemas" is not proven and can be declared not accepted.
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Based on the research results, it is known that film
reviews do not moderate the relationship between theatrical
viewing window and the decision to watch a film. This is
because the value of the t statistic < 1.96 (0.706 < 1.96) or P
values > 0.05 (0.480 > 0.05), so that Ho is accepted and Ha is
rejected. The results of this study do not support the results of
the research by Senhui Fu, Qing Yan and Guangchao Charles
Feng (2018), which shows that film reviews moderate the
decision to watch. Thus the fifth hypothesis (H5) which states
"Film reviews moderate the relationship between theatrical
viewing windows on the decision to watch Indonesian films in
cinemas" is not proven and can be declared not accepted.
Based on the research results, it is known that film
reviews do not moderate the relationship between movie
trailers and the decision to watch a movie. This is because the t
statistic value < 1.96 (1.287 < 1.96) or P values > 0.05 (0.199
> 0.05), so that Ho is accepted and Ha is rejected. The results
of this study do not support the results of the research by
Senhui Fu, Qing Yan and Guangchao Charles Feng (2018),
which shows that film reviews moderate the decision to watch.
Thus the sixth hypothesis (H6) which states "Film reviews
moderate the relationship between film trailers and the
decision to watch Indonesian films" is not proven and can be
declared not accepted.
Based on the research results, it is known that film
reviews do not moderate the relationship between social
influence on the decision to watch Indonesian films in
theaters. This is because the value of the t statistic < 1.96
(0.203 < 1.96) or P values > 0.05 (0.839 > 0.05), so that Ho is
accepted and Ha is rejected. The results of this study do not
support the results of the research by Senhui Fu, Qing Yan and
Guangchao Charles Feng (2018), which shows that film
reviews moderate the decision to watch. Thus the sixth
hypothesis which states "Film reviews moderate the
relationship between social influence on the decision to watch
Indonesian films in cinemas" is not proven and can be
declared not accepted.
VI. CONCLUSIONS AND SUGGESTIONS
Based on the results of hypothesis testing and research
discussion, the research conclusions are as follows:
 Theater window viewing has a significant effect on the
decision to watch Indonesian films in theaters. This means
that the clearer the sound system and the more complete
the facilities owned by a cinema, the more people decide to
watch Indonesian films in theaters.
 Social influence has a significant effect on the decision to
watch Indonesian films in cinemas. This means that the
more people have the perception to watch with friends, the
more people decide to watch Indonesian films in cinemas.
 Film trailers have a significant effect on the decision to
watch Indonesian films in cinemas. This means that the
more curious the movie trailer is, the more willing people
are to watch Indonesian films in theaters.
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ISSN No:-2456-2165
This study proposes for further research that is interested
in discussing the decision to watch movies. If seen from the
research results obtained at the R-square value of 39.4% for
the decision to watch as the dependent variable. Thus it can be
interpreted that for further research it is necessary to re-
examine this research model. Future research may also involve
other variables not examined in this study, such as Film
Catalog Availability, Movie star, Film Quality and Film
Spoiler.
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